I am happy to introduce our guest, Ken Rufo, and to include below his engaging, thorough, and thought-provoking lecture on Baudrillard. We will be discussing the lecture in class, so print out the post and bring it to Thursday's class. For your post this week, due by the Friday at noon, prepare a response to Ken's post by offering your thoughts on Baudrillard's work. I think you will find much to think about regarding the functions and limits of critical theory. Thank you, Ken, for a fantastic post.I want to thank Dr. M. for giving me a chance a) to watch as your semester progresses and see as you wrap your heads around a lot of very interesting readings, and b) to contribute a bit on one of the folks whose work had a big influence on me and my thinking. And I very much want to preemptively thank you for reading this post and for (hopefully) responding to it with any comments, questions, or suggestions you might have. And so, without further preamble:
Jean Baudrillard - French sociologist, philosopher, pataphysician - I don't really know what you should call him. People say he was a postmodernist, whatever that means, but he repeatedly disavowed the label and said that he was actually arguing against postmodernism. The interpretations of his work are all over the map. Some theorists, like Arthur and Marillouise Kroker laud Baudrillard's alleged celebration of postmodern culture, John Armitage refers to his work as a "tired" form of postmodernism, Mike Gane thinks Baudrillard failed to be radical enough, and heavyweight Doug Kellner complains that Baudrillard lost it when he gave up on trying to help advance and improve Marxist thought, which was his only really valuable contribution. Everyone seems to have a different read, which is probably a sign that Baudrillard is a deceptively difficult thinker. Or that people are crazy.
In what follows, I'll try to give something like an historical overview to Baudrillard's work, as well as attempt to situate him relative to some of the other theories you have encountered.
Baudrillard begins as a Marxist, and if you go take a look at his early works, you'll find a heavy Marxist bent and an explicit engagement with Marxist thinkers (most notably Lukacs and Debord). His first book of original theorizing,
System of Objects, is an attempt to modify structural Marxism (which focuses on the material modes of production, and which begins its critical analysis of the commodity by talking about things like use-value - what an object does - and exchange-value - how much it is worth relative to something else). Baudrillard felt that structural Marxism was too limited, and that it needed to incorporate "sign-value" into its analysis. By sign-value, Baudrillard is pointing to something that seems obvious to us today, namely that often what an object represents or signifies is more important than how much it costs or how high quality is its construction. If you want a really obvious example, think about Tommy Hilfiger, who doesn't even make his own clothing, but instead buys cheap, sweatshop made clothing and adds his brand to it - that's sign value, pure and simple. Baudrillard argues (this is back in the 60s and early 70s) that focusing on sign-value means that you have to focus on patterns of consumption rather than the modes of production.
Sometime later, in a book called
For a Critique of the Political Economy of the Sign, Baudrillard sets out to explain how the commodity can be understood as a sign in and of itself, and vice versa, how the sign is understood as a form of commodity logic. This book is brilliant but almost mind-numbingly complicated, and suffice it to say that at the end of a whirlwind tour of theorizing about semiotics and commodity-forms, Baudrillard argues that even the Marxist idea of the commodity is always already a function of a preexisting sign-value, or to put it another way, that Marxist theory requires, implicitly, a prior set of assumptions about how language works and how they influence thought. So this book is the first of several shifts from the early Baudrillard: instead of trying to add sign-value to the commodity, like he did previously, now Baudrillard is saying that actually sign-value is what made possible the analysis of the commodity in the first place.
Now how is that possible? Again, it's a rather complicated story, but part of what Baudrillard is getting at is that we cannot assume that the commodity, as analyzed by Marx, is really a "discovery." It could be that Marx is inventing the commodity even as he "discovers" it at work, since by analytically codifying the commodity and explaining how it works to support capitalism, he is establishing a set of theoretical principles that make of the commodity-object a set of theoretical commodities. In other words, instead of buying stuff with my money, with Marxism I can explain stuff with my theories and concepts. Those two movements are not unrelated.
At the risk of trying a bit of specificity, think about this: in semiotics (from Saussure) the sign is comprised of the signifier (the phonemes that comprise a word) and the signified (the concept of the word), and the signs only gain meaning through a sort of negation, or what Saussure calls their diacritical function, which is really just a fancy way of saying we know what something is because of what we know it isn't. Like a cat isn't a dog, or truth isn't falsehood, that sort of thing. Saussure also says that this meaning is facilitated by the fact that language functions as a system, governed by grammar and syntax and what not, and that makes things a lot easier than if people were just shouting out words in random order. For Marx, the commodity is structured very much like the sign, except instead of signifier and signified, it has use-value and exchange-value, and it gets transformed from merely a random object of value into a "commodity" through its exchange with other commodities, a process that eventually gives rise to a pure form of the commodity - money. Marx says that money is the pure commodity form because money can be exchanged for anything; in other words, it is pure exchange value, and of course this hides all the labor that went into making it, labor that was probably done in order to make the object have a use-value, and that was probably exploited so that the capitalists could turn it into surplus-value. Put into specifics: people ( i.e. laborers) worked to make a chair comfy and sturdy, but when it gets converted into whatever dollar amount for which it will be sold, we lose sight of that whole labor component and even of use-value, thinking instead primarily (maybe even only) of its exchange-value.
Anyway, I'm explaining all of this in order to suggest that the structure of the two systems - Saussure's semiotics and Marx's critique of Capital - are rather similar. Not the same, but close enough, and after another 150 pages of examining this relationship, well, Baudrillard's arguments about what this closeness means are pretty convincing.
So where does this lead him, or us? Well, interestingly, one of his conclusions is that these systems of analysis, with all their critical power, are still just new systems of exchange-values. Remember when I wrote previously that Marx's analysis of the commodity becomes a kind of theoretical commodity, something that we use to make our class papers or arguments look good? For Baudrillard, the possibility exists that these new systems of exchange, in this case "critical theory" or "Marxist theory," become a model of sorts that produces its analyses as if they are self-fulfilling prophecies. One just follows the analytical formula, deploying the right terms or concepts when needed, and voila, you've got yourself some good criticism. This starts to frustrate him after a while. Think about it for a bit, we'll come back to it.
Anyway, by the time he is done with
Political Economy of the Sign he has decided that Marx has a lot more problems than just forgetting about or not predicting the importance of sign-value. Instead, he argues that Marx goofs up, badly, in that he "naturalizes" labor, i.e. he makes it seem like in the absence of capitalism (either before industrial capitalism, or after the communists take over), man will simply labor because he likes to labor, and he likes to labor because he likes being useful, or likes producing things with use-value. In this way Marx justifies focusing on who controls the modes of production, arguing that it should be the workers (come on, unite!) who control production and not the capitalists with the surplus money. Viva la revolucion and stuff. Baudrillard thinks the problem here is that once you naturalize labor, the only thing you can focus on is production, and for Baudrillard production is a wrong turn. Capitalism doesn't care who produces what, he argues, instead all it cares about is that it is constantly producing stuff, because in the end capitalism is about consumption, not production, and the only way to continue to justify consumption is to constantly have new objects produced in order to consume them. So Marx got it backwards: capitalism isn't about the production of exchange-value, it's about the naturalization of use-value ( e.g., "Oooh, I could sure use that new gadget!"). Each of these are actually sign-values, that is, theoretical sign-values. So Baudrillard argues that really Marx's theories are the "mirror of production" and are a good rhetorical balancing act that actually helped support capitalism rather than subvert or oppose it. If you want confirmation of this theory, from someone who is not a particularly big Baudrillard fan, check out Susan Buck-Morss's
Dreamworld and Catastrophe, where she basically shows that both the U.S. and the U.S.S.R. spent the Cold War talking about who could make more stuff, more efficiently, and both routinely supported government-funded campaigns celebrating factory work, with one saying, basically, "let's show those godless commies!", and the other saying "let's show those evil capitalists!"
But wait a second, you're thinking, I thought Baudrillard was the guy who said everything is a simulation. What's all this random Marxist stuff? Don't worry, we're getting there. See, in
System of Objects, simulation is already one of Baudrillard's concerns, but he doesn't really use the terminology in the same way. What he does say is that the mass production of objects and the general flow of wealth is making it possible, more and more, for people of lower classes to "simulate" living like people in the upper classes. I, too, can have representations of fine art on my wall, or something that looks like a good desk. It won't be a family heirloom made by Master Deskmakerman, but it won't be a beat up bit of plywood laid across some half-broken bricks, either. In the years after
System of Objects, Baudrillard sticks with his interest in simulation (though again, he doesn't really focus on it in those terms), and does so following two basic themes: first, the new media of television (mostly television), though all media do it in some ways, seems to increasingly speed up, copy, and generally make artificial things appear real, and second, all these theoretical models, like Marxism, are functionally critical simulations, constantly making artificial meanings appear as if they are the real meanings, and pretending to discover insight when in reality they created the model that produced the insight, so they produced more of a simulation of insight rather than anything novel.
So around 1976, in another huge book,
Symbolic Exchange and Death, Baudrillard first sets forth this idea of simulation as being of particular value, devoting a whole chapter to what he calls the "order" of simulation. At the time, he identifies three basic orders. In the first, simulation stands in for reality, this is the order of the counterfeit or of forgery. In the second, simulation hides the absence of reality. And in the third, simulation produces its own reality, as if reality was the consequence of a model that makes possible its production.
The example I always use to explain this is that of money, which is, after all, a good example, since it also happens to be Marx's pure commodity form. So think about it this way, once upon a time, if you had a cow, and I had some hay, and you wanted hay and I wanted some beef, we might meet up, decide how much hay the cow is worth and make a trade. But of course, we're not going to carry the cow or the hay around in our pockets or on our backs, so we'll need some kind of icon that signifies the cow or hay, and that we trust signifies it correctly. So if I have a carving of the cow, you need to trust that the carving doesn't exaggerate how much meat is on the cow, or if I have some drawings of the hay, you need to trust that I actually have some hay at all, or that the hay corresponds to the amount of hay depicted, and so on. Now chances are that we're going to trust each other enough to make our deal, since after all, if we finally go to make the exchange and realize we've been cheated, we would call off the exchange. This use of icons, then, is the first order of simulation. But it gets to the point where I get annoyed carving a new cow each time I go to market, and there are moments when I just don't need hay, just like there are moments when you just aren't hungry for beef (I'm a vegetarian, so that moment has been like 12 years for me, but whatever), so we come up with something else: money. I assign a dollar amount to my hay, and you assign one to your cow, and now we don't need to exchange goods, instead we exchange money, which now stands in for the perceived or assumed exchange value of the goods or services we wish to purchase. Hell, I don't even need to own hay. I just need some cash, and I can get the beef, because after all, you can then use that cash to go buy yourself some hay. Or some alcohol. Or some Elvis albums. It doesn't matter, because the use of money no longer requires any actual referent to a real object or action. In other words, it's the second order of simulation. But this creates some uncertainty, because it turns out that my $20 one day may not buy the same amount as my $20 dollars on some other day, which means, egads, that the value of my $20 varies. In effect my $20 isn't actually $20 dollars, or at least isn't any objective value that can be called $20. Confusing. Think about the stock market if you want to see this principle carried out to its extreme: a company can appear to be doing well because it exceeded expectations, even though the expectations were very low and it's still not making a profit, and yet the value of the stock, and thus the company, rises independently of the value of what they produce or how well their goods are being received. The dot com bust and Enron show that the stock market works in ways that are often unrelated to anything remotely objective or verifiable, and yet entire fortunes and values are predicated on the flow of stocks and the expectations of the stock holders. In effect, the value is determined by a model of that value, rather than some real reference outside of that model. Even when the bubble bursts and certain companies collapse within that model, as with the dot commers and Enron, the really odd part is none of those collapse changes anything - the stock market keeps on ticking as if those failures are the exception rather than the norm, and the money made by Ken Lay and others is still their money. There are moments when it actually does collapse or crash, at least in part, and we can think of these as a bit of reality's revenge, but overall the model stage of simulation is so pronounced that it just keeps on trucking.
I'll get back to the media and technology side of this equation in a second, but real quick let me say that this is exactly the case with Marxism: it is just another model, and as such a simulation, and since it is about producing a truth, in ends up inadvertently feeding the idea of production that it attempts to subvert or oppose as being the evil axis of capitalism. It is also the same problem that Baudrillard has with psychoanalysis, particularly Lacan. Psychoanalysis acts like it has discovered the unconscious, but really what it does is to produce the unconscious as an expository device in accordance with its own precepts. Lacan had an army of terms and tricks, and each of these purport to explain something real out there in the world or in the psyche, whereas Baudrillard argues that it invents them. Baudrillard also sees the same model process overtaking Foucault, in that by the time Foucault writes his famous
History of Sexuality, vol 1 power basically means everything, everywhere, for everybody, and so the truth of analyzing power is precisely its invention as a theoretical model. The point is that everyone keeps producing these systems of production, proliferating signs and truths and concepts, and yet doing so with the pretense of discovering what they are actually inventing. These forms of critical thought are false start for Baudrillard, and in the end, he argues that side with the subject's desire to produce meaning for itself, even if the meaning it produces is the codified uncertainty of its meaning. Ambiguity is perfectly palatable to the subject, he argues; ambivalence, on the other hand, can be revolutionary.
It is at this point that hopefully some of the earlier discussion seems useful. The binary relationship between a signifier and signified in semiotics replicates the formal logic of the commodity: by positing a relationship of equivalence (exchange) between signifier and signified (even diverse, polyvalent signifieds), the logic of signification controls and dominates the production of meaning: meaning may be misunderstood or distorted, but fear not, for in the end, meaning is possible. Signification establishes a positive code of meaning, another victory of form occluded by the debate over semantic content. In turn, the commodity rhetorically circumscribes the sign: meaning can be consumed, used, exchanged. And so we return to a fairly banal metaphysical trap, desperately searching for the meaning of the something so that we can deny its alternative — nothingness, confusion, whatever. Baudrillard puts it this way in
Symbolic Exchange and Death: "Expression always falls into the trap... of assuming the force of an authority, an agency, rather than a substance. Western thought cannot bear, and has at bottom never been able to bear, a void of signification, a non-place and a non-value. It requires a topography and an economics" (p. 234).
Against signification's positive value, Baudrillard (p. 161) positions the "symbolic," an affect of meaning that falls outside the process of signification, the "outside the sign" of which "we can say nothing, really, except that it is ambivalent." Symbolic exchange, this formal ambivalence, would contrast with the productivist logic of exchange found in signification. Sounds a bit vague, eh? It is, necessarily; any clarification of the symbolic succumbs to the logic of signification. Small wonder that Baudrillard has a difficult time explaining the concept and can offer only a limited array of illustrations (most notably the ritual of gift-giving in premodern societies). As a consequence, Baudrillard abandons explicit hope in symbolic exchange as a counter to signification shortly after its initial introduction, despite strong initial support: "Only symbolic disorder can bring about an interruption in the code" (p. 4). He talks about the "Code" a lot in the 70s, as it's his short hand for the idea of a theoretical model that determines or produces reality as an effect, in the same way that computer code produces a program or application.
Anyway, that's the 70s. He writes a fairly famous book called
Seduction, where he argues that we should try to seduce rather than produce, play with appearances rather than deconstruct them. The book gets a lot of crap for being rather sexist, which it is or it isn't depending upon your point of view. For the most part, the book's interesting because it's his next attempt to think of an alternative to all the problems of critical thought he's laid out. I mean it's tough to announce that pretty much most forms of critical thought invent the stuff they purport to discover, that they support the things they fight against, and then still offer a coherent and useful alternative to all of that. So a lot of Baudrillard's work from '76 on is an attempt to try to tease out different possibilities. I won't go through them all, but at various points in times he suggests: symbolic exchange (gift economies), seduction, pataphysics, fatal theory, radical theory, impossible exchange, nihilism, yada yada. They're all thought experiments, so it's not really fair to harsh on their inadequacies too much.
Ok, cue the exciting music. Fast forward a bit and imagine it's the early 80s now, and Baudrillard writes the book that would eventually be featured in the first Matrix movie:
Simulacra and Simulation. Here he picks up the discussion of simulation in
Symbolic Exchange and Death and runs with it, stressing two things: first, that the third, model stage is really a simulacral stage rather than a simulation stage, and second, that the orders of simulation are really a kind of ontological precession of reality, in that each one causes a regression that overwhelms the relationship between reality and its others in the previous stages. A simulacrum is a term that is first covered by Plato and it basically means a copy without an original, a somewhat paradoxical definition, but one that makes sense if you've ever visited Epcot or the ET ride down at Universal Studios, where you get to wander around the forest that you see in the movie as you wait in line to ride in the fake bicycle. These look like simulations, but they're actually so fake that they aren't actually copying anything, they're just making stuff up and telling you it's like the real thing. "Oh look, we're in the Japanese section of Epcot now! You can tell, because that lady is wearing a kimono and that store sells soba noodles. Woo hoo!" By the time this third stage shows up, the culture of simulation is so massive, so entrenched, that there's really no hope of uncovering the real on our own. In fact, the problem with simulacra is that they effectively "realize" things, which is to say, make them real. It's like going to a national park and trying to figure out where the really famous pictures were taken, so you can recreate the picture - the simulational stuff is so pervasive that you filter your real experiences through the simulation of that reality. This is what Baudrillard calls the hyperreal. And the reason there's no way out of it is because even if you go off to wherever you're going to see if the simulation you saw of it previously was really accurate, you're already relating to the real through the referential lens of the simulation. So the real you discover will always be an effect of the simulation, a copy or non-copy of it. It's like the real is the moon or a satellite that now orbits the earth, rather than the other way around.
Eventually, Baudrillard adds a fourth stage to the simulation hierarchy, what he first calls the viral or fractal stage of simulacra, and eventually decided to call "integral reality," a state where simulation is everywhere, and no longer even needs models, because it is so pervasive that it means nothing and everything all at once. If we want to keep with our money example, the fourth stage is the stage of credit and virtual banking. You can infinitely defer paying something, buy it on credit, make small payments. The money gets debited automatically, you spend it by swiping a card, you never even see the money, barely remember how much you spend, and even when you spend it, you're not really spending it, since you are really borrowing it against the idea that you'll eventually pay it. I read recently that consumer debt - the amount consumers have advanced to themselves under the name of "credit" - is at a staggering 210 trillion dollars, from which I think it's safe to say that this virtual flow of money is what is keeping the American economy afloat, not actual productivity. Again proof that, as Baudrillard realized pretty early on, it's consumption that makes capitalism work, not production.
Baudrillard has also written about how this question of simulation affects politics, first in his much maligned
The Gulf War Did Not Take Place, which dealt with the first Guld War, and then in his much condemned
The Spirit of Terrorism, which dealt with 9-11. I actually think both books are quite insightful, and they're short, so grab copies, you'll like them, or at least like hating them.
He has also recently played with the idea of impossible exchange, in a book of the same name. The idea is that the world ultimately resists our attempts to theorize it, whether those attempts are philosophy or physics, and that this actually may be a saving grace, in that it hints that there's a point where even integral reality may fail to integrate the entirety of its opposition. In this, it also means there are limits to the simulacral nature of exchange-value and signification: "Everything which sets out to exchange itself for something runs up, in the end, against the Impossible Exchange Barrier. The most concerted, most subtle attempts to make the world meaningful in value terms, to endow it with meaning, come to grief on this insuperable obstacle" (
Impossible Exchange, p. 6).
At the end of the day, Baudrillard is not trying to rescue the real, if such a thing is even possible, but he is trying to rescue illusion, and for him there can be no illusion in a world where everything is "realized." Despite being made popular through The Matrix movies, Baudrillard actually disliked the films, precisely because he thought the incredible special effects actually reproduced the problem of simulation into it. Baudrillard wants instead for there to be the possibility of illusion, of non-meaning, of mystery, and much of his work attempts to reproduce that. As he says in a number of places, his work is like science fiction theory, but that's the only kind of theory that doesn't fall into the trap he identifies in critical thought.
A few bits of trivia before we go.
First, in the fourth version of the Matrix script - they shot the fifth version of the script, which was just the fourth with some edits - Baudrillard is actually mentioned by name. Some of the dialog in the first movie - like "welcome to the desert of the real" and "there is no spoon" - are actually direct quotes from various Baudrillard books. In addition, Keanu Reeves, who takes a lot of crap somewhat undeservedly,* was actually required to read
Simulacra and Simulation, and two other books, before auditioning, and the audition included a discussion of the book.
Second, there's a great apocryphal story of Baudrillard giving a talk in Las Vegas, mixing together bits of poetry, his own writing, and karaoke, all while wearing a gold lamet suit.
Third, Baudrillard was also a professional photographer, and has several books of photographs and had several professional exhibits.
Fourth, the animosity of some towards thinkers like Baudrillard and Derrida is almost shocking, and for those of us who feel enriched by their work, whether we agree with it or not, reading some of the pieces published when Baudrillard and Derrida died is rather depressing (both died very recently, as did one of my all time favorite thinkers - Phillipe Lacoue-Labarthe). This post is long enough, but as one of the first comments, I'll post an embarrassingly spiteful review of Baudrillard's work published in, of all places, the Chronicle of Higher Education, so you can get an idea for the sort of vitriol I'm talking about.
That's it for the post, but I'm certainly willing to hang out and answer questions to the best of my ability. Baudrillard was my first great theorist love, and I remain very fond of him, though there are others in whom I invest more time and energy. Still, Baudrillard has always seemed to me to be full of interesting things, and even his misses (and there are many misses) still pack a wallop. I hope this helps, and if you have any questions, feel free to offer them in comments
*I say "undeservedly" because hey: he surfs, he likes science fiction, he actually really got into the Baudrillard reading, and he's a huge fan of the brilliant British group XTC. All things considered, he can't be that bad.
Want to read some Baudrillard? Selected writings are available on our Web-CT.